ANNUAL REVIEW CONTENTS - Cycling Development Foundation
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www.cyclingdevelopment.org.au
ANNUAL REVIEW
CONTENTS
Our Mission 2
Our Vision 2
Media Metrics 2
Social Media 3
Website Media 3
2021 Media Strategy 3
Community Metrics 3
Laverton Cycling Project 4
Perth Laverton Classic 5
Funk for a Cause 1 5
Funk for a Cause 2 5
Red Sky Ride 5
2021 Community Support Strategy 5
Racing Results 6
2021 Racing Strategy 6
Our History and Partnerships 7
2020 Partners 7
2021 Partners 8
1OUR MISSION
The Cycling Development Foundation Inc (CDF) is a not-for-profit Incorporated Association
created for promoting, supporting and providing for the development and increased
participation rates of junior, female and male cyclists.
The CDF treats all its funded cyclists with respect for the pursuit of their cycling journey,
whether recreational or racing on the national or international stage. The CDF owns and
operates the Veris Racing program.
Our Vision
• We believe in bringing gender equality to sport through providing opportunities for
female cyclists that would otherwise not exist in cycling as sport.
• We believe junior athletes, male or female, need to be groomed for excellence both
on and off the sporting arena, from a young age through to athletic maturity.
• Athletic maturity refers to ‘building human capital’ such that athletes are aware of
the social and community structures that support them and give back to those that
might not be as fortunate, with cycling the modality of engagement.
The CDF facilitates the above through partnerships involving three tiers of engagement:
sport; community; and health. This is activated through a corporate social responsibility
mechanism that reflect our partners own values.
Sport - The CDF manages elite cycle racing teams that focus on female, male and Junior
development.
Our elite cycling teams are heavily focused on women and junior sporting development and
this is one of our highest priorities within a sporting context nationally. These teams race
internationally and nationally, and provide a dedicated pathway for elite athlete
programming.
There is a requirement for athletes to engage in community and health programs in
exchange for access to resources.
Community - The CDF manages various community initiatives thanks to the support of our
partners.
One such program is the Laverton Cycling Project, which assists in developing cycling
resources for remote regions. These programs assist Indigenous youth and communities in
accessing cycling as a form of skill development, mentoring, health and fitness, whilst
allowing access to sporting opportunities through the cycling modality. Our youth and
Indigenous cycling program is tied into school attendance and post-school opportunity.
Health - The CDF provides internal health and wellness programs for our corporate partner’s
staff and associates which educate individuals around sustainable exercise and health habits
to fit into busy corporate lifestyles.
2Our health programs demonstrate a 40-60% reduction in employee health risk profiles in
one month of 15 mins of exercise a week.
The CDF use experts in health and wellbeing to deliver high quality workshops and
education seminars involving exercise, psychology and sociology to improve wellbeing in
and outside work environments. We measure the outcomes and benefits of each program
so corporations have a real understanding of how these programs improve the wellbeing
and even performance of their staff.
Sport, Community and Health - Taken together, a sport, community and health focus allow
for the delivery of real tangible results on behalf of corporations who are actively seeking to
engage their internal and external communities.
MEDIA METRICS FOR PERIOD 1 JANUARY - 29 NOVEMBER 2020
Social and Web-based media traffic was most often from Australia, New Zealand and
Europe.
Facebook https://www.facebook.com/verisracing
Engagement: 136,196 (518% increase in 2 years)
Organic Impressions: 433,316 (30% increase in 2 years)
Organic Reach: 1,796,696 (450% increase in 2 years)
Demographics: 67 % male, the majority, regardless of gender, being 45-54 years old.
Instagram https://www.instagram.com/verisracing/
Total followers: 4,195 Followers
Top Locations Cities: Perth 17%; Melbourne 4.4%; Sydney 3%; Brisbane 2.2%
Top Age Range: 35-44 years
Gender: 82% men and 18% women.
LinkedIn https://www.linkedin.com/company/12899619/admin/
Total Followers: 184 (64% increase in 2 years
Impressions, from Posts: 6,761.
Website https://www.cyclingdevelopment.org.au/
Total Visits- 23,408.
2021 Media Strategy
Content will be procured around sporting, community, and fundraising objectives
throughout the year. The various social media streams will be used according to suitability
to each audience, as per the above metrics. Additionally, media streams will be used to
showcase suitable items on behalf of our partner and sponsorship group.
COMMUNITY METRICS 2020
In 2020, the CDF have hosted several community events: Laverton Cycling Project; Perth to
Laverton Classic; Funk for a Cause 1; Funk for a Cause 2, and the Red Sky Ride.
3Laverton Cycling Project
https://www.cyclingdevelopment.org.au/laverton-cycling-project/
Through the last calendar year, we have visited the remote Laverton community on three
separate occasions. Each instance involved the meeting of stakeholder groups; delivery of a
cycling related program for youths and/or the greater community.
The Program offerings are largely cycling centric and increase health and wellbeing metrics
in this remote community.
Product Provision
Through consultation with the Laverton Youth Services we have provided serviceable parts
that make the available bikes (around 30 in total) more resilient to the demands of the
environment, such as puncture proofing tyres, tubes and using puncture sealant to create a
more resilient cycling product.
Service Provision
The cycling programs implemented aim to increase fitness; improve skills; promote social
facilitation around exercise for all ability levels, have been well received by the community
as a whole. Veris Racing has a huge brand presence in this region owing to the outcomes
facilitated with the various stakeholder groups.
Provision Outcomes
The Program seeks to educate individuals around the benefits of cycling as a form of
transportation, exercise, participation, and even sport. For instance, we have evidence of
pre and post-exercise mood scores for participants improving on average by around 30%.
This Program is part of a longer-term strategy to facilitate cycling as a form of exercise
through social facilitation in remote communities. The Program is now nearing its fourth
year of operation and has the support of the Laverton Stakeholder group, Pakaanu
Aboriginal Organisation, Laverton Cross Cultural Association, and the Laverton Shire/Youth
Services.
Outcomes associated with this Program include: an increase in school attendance; improved
youth health; and weekly training rides through youth services with access tied into school
attendance.
In 2021 the CDF will make a capital acquisition of aqua bikes to promote exercise through
the hotter months with the Laverton Aquatic Centre. This equipment will be made available
to all members within the community.
Healthway and Government funding applications for smaller elements of the program have
been submitted for the 2021 year.
4Our strategy for sustainability now involves the continued funding for employment of local
individuals to run year-round programs that promote health, participation, and sporting
processes via cycling.
The CDF would like to acknowledge the incredible community-level support we have
received toward making this venture the success it is today from the likes of Laverton Cross
Cultural Association; Anglo Gold Ashanti; SMEC Australia; Pakaanu Aboriginal Corporation;
Laverton Shire; Laverton Youth Services; Goldfields and the Laverton Stakeholder Group.
Perth Laverton Cycling Classic: Fundraising for Laverton Cycling Project
https://www.cyclingdevelopment.org.au/perth-laverton-cycling-classic/
Participants- 12
Fundraising Total- $28,000
Funds go to the continuation of our Indigenous youth, and community cycling program in
the Laverton area in remote Western Australia.
Funk for a Cause 1
This event consisted of a musical performance in support of Solaris Cancer Care.
Ticket Sales - 150
Fundraising Total - approximately $3,500
Funk for a Cause 2
This event consisted of a musical performance in support of the Laverton Cycling Project.
Ticket Sales - 130
Fundraising Total - approximately $3,500
Red Sky Ride
https://www.redskyride.org.au/
Participants - 30
Fundraising Total - approximately $160,000 (through, private fundraising and additional
Solaris Services).
Funds go to Solaris Cancer Care which supports individuals suffering from Cancer through
aligned health services. The funds raised through the Red Sky Ride ($160,000) may provide
bereavement services to people suffering from cancer and their families, to the tune of
4,000 hours. Solaris is largely a self-funded organisation.
2021 Community Support Strategy
These events will be promoted in 2021 to publicise and support the community programs
the CDF delivers on behalf of its charter and partnership group. Our focus in 2021 will be the
5Laverton Cycling Project as we seek to secure additional funding to have a dedicated cycling
program employing a local individual to run this service year-round.
Through the Perth Laverton Cycling Classic and the Funk for a Cause events, the CDF will
secure funding for the 2021 calendar year. At present, the funding for this program is
heavily reliant on our corporate partnerships, providing around 70% of the total program
funding.
RACING RESULTS 2020
Elite Female Road Race Championships: 12th, Kirsty Deacon
Elite Female Time Trial Championships: 12th, Kirsty Deacon
U19 Female Australian Criterium Championship: 3rd Tahlia Dole
U19 Male Australian Time Trial Championship: 5th Matt Connan
U19 Male Australian Road Race Championship: 1st King of the Mountain Classification, Matt
Connan
Women’s Melbourne to Warnambool: 3rd Kirsty Deacon
NSW Elite Female Track Championships: 1st Tempo race, 2nd Scratch race, 2nd Points race, 2nd
Individual Pursuit, Chloe Heffernan
Elite Women Australian Track Championships: 1st Team Pursuit, Chloe Heffernan & Lucie
Fityus
NZ Cycling Classic UCI 2.2: KOM Jersey Winner, Boris Clark
Gravel and Tar UCI 1.2: 10th Boris Clark
Gravel and Tar UCI 1.2: 13th Kirsty Deacon
1 in 20 Hill Climb Championship: 1st Brendon Green
Waikato-Bay of Plenty 4km Individual Pursuit: 1st Boris Clark
2021 Racing Strategy
The 2021 racing team has an increased rider footprint, with riders from Victoria, New South
Wales, Queensland, South Australia, Canberra, Tasmania, and New Zealand. We are
Australia’s longest servicing male & female ‘Nationally Registered Racing Team’.
This reflects well our strategy to increase opportunities for riders nationally alongside our
corporate partner’s national scope and interest. For 2021, we have several new equipment
sponsors and we are expecting to demonstrate an increase in sales through the use of
broader national networks. Announcements will be made shortly around the renewal and
confirmation of new partners.
The CDF also welcomes the implementation of a Junior Cycling Academy which aims to
provide institute level services for junior athletes wanting to engage in training services
6central to high performance. Through the support of BOND Junior Cycling, funding has been
raised to provide affordable resources for junior athletes across testing, training, and
strength and conditioning. This Program will work alongside existing club and private
coaching systems to ensure all stakeholder groups benefit from a collaborative process.
Funding will also be made available for talent identification programs across the
metropolitan area.
OUR HISTORY AND PARTNERSHIPS
The CDF was established approximately 5 years ago flowing on from the private
management of the OTOC-Vault Racing team. Incorporating the team into a not-for-profit
Inc. enabled this entity to best engage with corporations through corporate-social
responsibility mechanisms.
The CDF regards cycling as an opportunity to unite diverse community aspects from racing,
participation, enjoyment, health, well-being and even welfare. To this end, cycling as a
sport, can profit from community investment. Likewise, community can profit from cycling’s
investment. At its heart the CDF is focussed on building human capital, regardless of the
modality.
We are proud to facilitate a national level women’s cycling team, alongside a dedicated
junior and male pathway for elite athletes. None of this would be possible without our
corporate partners, some of which have been with us since inception, and others new to our
journey.
Specifically, without the support of Veris Limited, formally OTOC Australia, the CDF would
not have commenced on this journey and we would be unable to maintain our persistent
continuation into sport and community.
2020 Partners
Veris Limited - A market leader in town-planning, urban design, survey and 3D spatial
solutions. Veris Limited have formed the backbone of CDF’s progress since inception 5 years
ago. Without their support our various programs may never have come to fruition.
BOND Junior Cycling - Lisa and Jim Bond are huge supporters of providing opportunities for
youth development. Through the Bond family Trust, they generously provide access to
resources previously unattainable to junior athletes.
Exercise Institute - Fuses scientific understanding and practical experience to offer specialist
exercise testing and training.
Pedal Mafia - Born out of a need to be different, Pedal Mafia brings eye-catching,
fashionable products to the cycling world.
7Euroz Securities - Are focused on providing dynamic wealth solutions to Institutional,
Corporate and Private Clients. Euroz Securities help WA businesses and families achieve
their goals.
Infocrank - Believe in accurate, reliable and consistent data coming from your bicycle power
meter day in, day out. This is the exact reason why Infocrank exists today. Infocrank are the
preeminent providers of cycling data accuracy.
Giant Bikes Australia - The ultimate cycling experience for all riders, all around the world.
The world’s largest producer of high-quality bikes.
Liv Cycling Australia - Liv is the first brand with a comprehensive collection designed
specifically for female cyclists, ranging from beautiful apparel to premium bicycles.
SMEC Australia - Are long term partners and supporters of the Laverton Cycling Project. In
Australia, SMEC’s core service offering covers the lifecycle of a project across urban renewal,
transport design and energy sectors, providing specialist expertise and technology-driven
solutions across road, rail, aviation, greenfield communities, hydropower and solar
energy, geotechnics and tunnelling, environmental services and asset management .
Pharmacy 777 - Pharmacy 777 Pharmacists believe in offering you professional, caring and
exceptional service with a personalised approach to your healthcare, encouraging you
towards positive changes for better health and wellbeing.
Rinnai Australia - Rinnai has grown to become one of Australia’s leading industry suppliers
and innovators for Hot Water, Heating, Cooling and Commercial equipment as well as a
trusted household name synonymous with reliability and quality.
Cashmanagement - Are avid supporters of the Laverton Cycling Project and Perth Laverton
Classic. Cashmanagement is a CPA accounting practice delivering professional and efficient
results on a range of financial matters.
Oral 7- A range of healthy dental products for the whole family. Oral7® provides you with
the right toothpaste and mouthwash for everyday use, without all the harmful ingredients
found in regular dental products.
Booktech Solutions - Premium book keeping for small to medium size businesses.
West Cycle - Was created following the findings of the Department of Sport and Recreation
commissioned report: Developing a Community of Cycling in Western Australia, and
establish a model that integrates commuter, recreation and the competitive dimensions of
cycling
2021 Partners
In 2021, the CDF we would like to acknowledge the enormous contribution Matt Allen and
his team at Giant Bicycles WA have made in supporting the program for 5 years. Giant
bicycles have shared our journey and vision to promote cycling across its many forms.
8The CDF would like to welcome Daniel Holmes and his team at R&D Speedshop as bicycle
partners for 2021 with their generous provision of Trek Bicycles to around 18 cyclists
Australia wide. Please read more about this exciting announcement here.
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